By  on April 30, 2010

We Love NY — as its name suggests — is an olfactive ode to New York City.

Honoré des Prés created the trio of organic eaux de parfums, which began their launch in France this week, under the moniker.

Each fragrance, coming packaged in a takeaway coffee cup and brown paper bag, pays tribute to the city that perfumer Olivia Giacobetti (the mix master who created the scents) chose to call home last year, explained Christian David, managing director of Honoré des Prés. Since her arrival, Giacobetti has been particularly taken with the cornucopia of odoriferous flowers and vegetables found in New York. Another inspiration for the project was the city’s Magnolia Bakery.

The I Love Les Carottes scent combines notes of carrot (culled from an organic market in Harlem), patchouli, orange, vanilla from the Caribbean and iris butter. To learn about carrot olfaction in depth and to hit upon its most “emotional” aspect, Giacobetti did everything from puree to freeze the vegetable.

“It’s a very sophisticated perfume,” said David, referring to I Love Les Carottes. He added it’s not fresh but “a little bit complicated.”

Love Coco consists of, among other ingredients, notes of coconut, coriander leaves and seeds plus bourbon vanilla. David explained the goal was to concoct an “elegant” coconut scent.

Meanwhile, Vamp à NY contains notes of tuberose, rum, benzoin and balms to get a modern, sensual effect, he added.

“It is very New York at night,” said David.

None of the fragrance formulas contains phthalates or other chemicals and every one includes 100 percent natural ingredients, such as organic alcohol from wheat. Ecocert certified all three scents.

Honoré des Prés chose to move away from traditional fragrance packaging, said David, who added the coffee cups and bags are recyclable.

We Love NY was introduced exclusively in Paris’ Colette and Bon Marché department storethis week. On May 17, it is set to enter the city’s Printemps flagship and Xuly Bet boutique. Approximately 20 shops are slated to carry the fragrances in France.

Then, at the end of May, there will be a further European rollout to countries such as Germany, Italy and Spain. The U.S. and U.K. introductions are set for September, and byOctober, We Love NY is expected to be in 400 to 500 sales points worldwide, said David.

Each 50-ml. edp spray retails for 76 euros, or $100.80, at current exchange in France, and the U.S. price tag is expected to be around $100.

Although David would not divulge projections, industry sources estimate the We Love NY fragrances will together generate $5 million in first-year retail sales globally.

Honoré des Prés launched its first scent collection of five eaux de toilette beginning one year ago. They were this month introduced in Bloomingdale’s Space NK locations and Space NK in New York.

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